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B To B brand management

B-to-B branding
Basics - Concepts - Best Practice
2nd Edition
B-to-B branding
Carsten Baumgarth

B-to-B branding
Basics - Concepts - Best Practice

2nd, completely revised edition

Carsten Baumgarth
Berlin University of Economics and Law
Berlin, Germany

ISBN 978-3-658-05096-2 ISBN 978-3-658-05097-9 (eBook)


The German National Library lists this publication in the German National Bibliography; detailed
te bibliographical data are available on the Internet at http://dnb.d-nb.de.

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Foreword science

For many practitioners in the B-to-B area, brand management is unfortunately still a thing
neglected area. In a brand management that is as modern as it is professional
This is why the hidden potential for success for B-to-B companies is becoming more common
given away. This neglect is often caused by a great deal of skepticism towards it
the effect of emotions on people's behavior in business-to-business
Markets. Many managers in B-to-B companies are concerned about their current and pos-
potential customers and our own employees are still staunch supporters of the
Human image of the "homo oeconomicus", one complete and always rational and
thoughtful acting people. In this image of man, emotions have none
Space and brands are therefore rather unimportant. At best, brands are used
about the superior technical performance of their own offers in the sales market
to communicate. But because it is precisely the technical performance
has aligned more and more offers in B-to-B markets in recent years,
Brands can supposedly no longer move much and therefore appear for them
Corporate success often being irrelevant.
However, two important functions of brands are overlooked here: On the one hand, the
Emotionalisation and differentiation function of brands, especially from the point of view of
Enquirer. On the other hand, the motivation and behavior control function of the brand
from the point of view of the employees. Both functions depend directly on the extent of the identifiers
tion of consumers and employees with the brand. This was underlaid with strong emotions
However, identification only takes place if the brand has clear internal
procreations and special personality traits. In other words:
Brands need - like people - an identity that is as close as possible to the identity of the other
targeted target group and your own employees. Only then does identification arise
Emotionalization and the desired behavioral control (buying behavior, employment
hold). In this regard, empirical studies show that up to 40% of purchasing behavior
and an even larger proportion of work behavior in B-to-B markets solely through emo-
are to be explained.
This manual deals with this complex of topics in a highly competent manner
and at the same time in an easily accessible manner. A wide range of well-established
shed light on national and international experts from science and practice
VI Foreword Science

numerous interesting aspects of brand management in B-to-B markets from the

different perspectives. It is precisely this variety of perspectives that is present in the book market today
as unusual as it is valuable to the reader. The book is neatly arranged in eight
Main chapter divided by a summarizing and "crisp" ninth chapter
pitel should be rounded off with central guidelines for B-to-B brand management. Just that
Brand functions of emotionalization and often neglected in practice until today
Fortunately, there is a lot of room for internal staff management (cf.
z. B. Chap. E).
This manual thus offers a very up-to-date and extremely
comprehensive overview of the status of B-to-B brand management in science and practice
xis. I therefore wish the manual the very quick and extensive one it deserves
Dissemination in its relevant markets.

Prof. Dr. Christoph Burmann

Holder of the chair for innovative brand management
at the University of Excellence Bremen
Preface corporate practice

From the point of view of the Bundesverband Industrie Kommunikation, a work like this is out of the question
for obvious reasons an indispensable lighthouse in our increasingly complex
communication landscape, because we are currently experiencing the most profound
break that our industry has ever been exposed to. On the one hand, this affects the framework
conditions where Industry 4.0 and globalization set the rules and speed in R&D,
Rapidly tightening production, logistics and sales, on the other hand it affects marketing
and communication itself, which is reinventing itself with digitization
have to. This digitalization gives us the consequences of every revolution: surprising
Dangers and grandiose opportunities - both can only be mastered if we
understand what is happening: why do our customers suddenly behave differently? Where do-
that they us? What must we be able to offer them in the 21st century? And especially:
What does this mean for our B-to-B brands?
We see now that all of this changes the structure of our organizations and partnerships.
affected and will change profoundly. The calculation of the B-to-B brand is therefore
far more than a common idea of ​​the stakeholders in science, business,
Agencies to infrastructure providers. The B-to-B brand is the framework in which
those involved find a new, common language for a new, common world
have to. Because this common language is the most urgent task in the new one
Time: If we don't understand each other better quickly, we will advance too slowly.
arrive. As the bvik chairman, I see it from a bird's eye view as well as in
my daily practice as marketing manager of a globally operating medium-sized
standing company.
A book like this documents this common process, reports results,
creates cornerstones and sorts terminology, ideas and approaches so that all market segments
can talk to each other more easily. Because without this togetherness it will
do not go. This book is a great offering for that.

Kai Halter
Chairman of the board of the Bundesverband Industrie Kommunikation bvik
& Director Marketing ebm-papst

Preface Advice & Agency

The increasing digitization of the world has affected the communications landscape in the

changed dramatically over the last five years and the framework conditions for branding
changed fundamentally. The transparency of offers, the bringing together of
Inquirers and suppliers in a "digital village" benefit from the diverse possibilities of
Staging brands, but also the speed of communication overall -
all of this has led to a fundamental paradigm shift. A change, however
Makes brand management in the true sense possible.
Yes, the diverse channels with their barely manageable possibilities, you
Rapid developments and the rapid developments in them increase complexity
for all brand managers. It has become more difficult to plan these channels
because the customer journey is so fragmented.
On the other hand: the digitized world offers two very decisive advantages over it

1. It creates knowledge about customers and their decision-making behavior that has been
long not existed. Today we can follow very closely how the customer creates a brand
perceives how he talks about them and how he feels within his customer jour-
ney moves. We learn which topics interest him and which products and
He looks at services - in real time. We receive in-
information about the effectiveness of communicative means and can thus be targeted
Adjust measures. Knowledge has replaced guesswork.
2. Digitization creates integration. Because it forces customers as well as agencies to
to take a holistic view of brands. The division of communication work into
Disciplines such as "classic", "public relations", "trade fair", "sales support"
and others has become obsolete. Digitization integrates communication disciplines
nen. And it makes the boundaries between marketing and sales disappear.

Integration creates a brand understanding that meets the needs of the brand for the first time
is fair. Knowledge, in turn, creates the basis for really “leading” brands. Because
only the knowledge of deviations from a target system makes a real control

X Foreword Consulting & Agency

tion is possible at all. Digitization really helps us with individual people
to speak. Business-to-business has long since become business-to-person.
However, all of this also requires a rethink. Companies and service providers at the
Brands are forced to reposition themselves organizationally, but also in their mindset.
It starts with the brand definition. Brand is what is in people's minds
Forms knowledge and emotions. Digital channels in which you can interact with and about the brand
is communicated, they change. When practically everyone is involved in building brands
involved, that not only shifts the communication towards the brand for the brand
User - it also makes the brand a collaborative being, its suzerainty
is largely withdrawn from the company itself.
The dynamics of society, people, channels, media and the high level of interaction
between these has accelerated exponentially. So brands have to deal with this today
Keeping pace with dynamism. In order to be able to continue to provide orientation, they need
in addition to its many dynamic and flexible properties for interacting with the
Outside world an unchangeable, clear and differentiating core. Traditional
Te brand models no longer meet these requirements from markets and channels
fair. Today we also have to think about the personalities of brands whose themes
human spectra as well as their inner history - as well as about the
Experiences that should be made with them within the customer journey.
Branding is now for marketers in companies - as well as for agencies - too
become a verifiable business. Their accountability creates clarity in measurement
sizes and thus controllable effectiveness. On the other hand, it harbors the danger, the fascination
of sacrificing brands on the altar of KPIs. The paradigm shift described
hits B-to-B brands in particular. They are already operating in one anyway
more complex fabric of decision making.
The present book wants everyone out of the close dialogue between theory and practice
Provide B-to-B brand managers with effective tools that are valuable over the long term
To create brands. It is the standard work for branding in the B-to-B segment.
It creates clarity and orientation like no other.

Gunnar Schnarchendorff
Head of Strategy at wob AG
Preface 2nd edition

The B-to-B world, both in research and in practice, is always evolving
continues and is increasingly recognizing, despite or perhaps because of the megatrend of digitization
the value of a strong brand. That meant that not just the first edition of this
Manual was well received by the market, but after a few years with
work on the second edition has started. However, the complete
ge revision over several years. That is, among other things. mind that management
of more than 40 articles with over 60 authors1, all of whom are heavily involved in day-to-day business
who are, is a real challenge. Completely new topics and additions were also
sluggish such as Relevance of B-to-B brands, co-creation, technology brands, employers
Branding, social media or marketing automation added. Finally will
Despite all the digitization in the publishing industry, the publication of extensive books
more and more difficult and complex, as these are no longer just for a classic book,
but also have to be compatible with various digital devices.
But with the continued support of the writers for whom I am responsible for the
Thank you very much for your cooperation and patience, there is now a bulging, up-to-date
elles and hopefully inspiring guide to B-to-B branding in front of you.
I would also like to thank the three authors of the forewords, the
Mr. Prof. Dr. Christoph Burmann (University of Bremen), Kai Halter (CEO
of the Federal Association of Industrial Communication bvik & Director Marketing ebm-
papst) and Gunar Schnarchendorf (Head of Strategy at wob AG). These experts
make clear not only the importance of the topic, but also the variety of perspectives
of the book: Science, Business Practice, and Advice.
I would also like to extend my heartfelt thanks to my student staff, Ms. Katharina
Schmiedichen and Katharina Böhling, who actively worked on the formal revision of the
Contributions were involved.

In this manual, the common name (masculine or
female) form. This is in no way intended to discriminate against women and / or men
represent, but increase the legibility of the text.

XII Foreword 2nd edition

In addition, I would like to thank Ms. Barbara Roscher for accompanying the
Book project and with Ms. Birgit Borstelmann and Ms. Julia Lucas for the editing.
Thank you for the, as always, pleasant and good cooperation!
I would also like to thank all sponsors who received a printing subsidy or a
Ad have supported the book financially and are particularly responsible for
that it has turned out not just a “big” but a beautiful book. So I thank you
Cordially to the companies wob AG and Biesalski & Company GmbH.
Hopefully this book will provide further impetus for further professional
nalization of B-to-B brand management, but the topic is neither in the knowledge
The company is still at the top level in practice. So I would be delighted if you, dear reader
and dear reader, develop your own ideas and share and discuss them with me if necessary.
animals. You can best reach me at the following coordinates:

[email protected]

I wish you an insightful read and lots of suggestions for your research.
research and / or your daily B-to-B branding work.

Berlin, July 2017 Prof. Dr. Carsten Baumgarth

Table of Contents

Special features and relevance of the B-to-B brand

Status quo and special features of B-to-B brand management. . . . . . . . . . . . . 3

Carsten Baumgarth

B-to-B technology brands - concept, special features and theses. . . . . . . . . 33

Holger J. Schmidt, Carsten Baumgarth, Jürgen Gietl and Karsten Kilian

Brand management for complex B-to-B companies. . . . . . . . . . . . . . . . . . 53

Christian Belz

Relevance of the B-to-B brand

Empirical Evidence for the Relevance of B-to-B Brands - An Overview. . 71

Carsten Baumgarth

Drivers of B-to-B Brands - Results of an international and

cross-industry study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
Eric M. Lennartz, Marc Fischer and Manfred Krafft

Brand and company value in the B-to-B area - existence and

Starting points for optimization. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
Wolfgang wishes

Theoretical perspectives of the B-to-B brand

Management theoretical consideration of B-to-B brands

in the context of investment services. . . . . . . . . . . . . . . . . . . . . . . . . . . 133
Jörg Freiling and Anja Sohn

XVI Table of Contents

Behavioral analysis of B-to-B brands. . . . . . . . . . . . 153

Carsten Baumgarth and Sabine Meissner

Identity-based management of B-to-B brands. . . . . . . . . . . . . . . . . . . . . 181

Christoph Burmann and Florian Maier

Brand co-creation in the B-to-B area. . . . . . . . . . . . . . . . . . . . . . . . . . . 207

Carsten Baumgarth and Samuel Kristal

B-to-B branding: brand positioning and brand strategy

B-to-B brand positioning options - generating value

for the customer through brands. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 223
Susan M. Mudambi and Pallavi Chitturi

Positioning corporate brands - challenges in

Change processes in B-to-B companies. . . . . . . . . . . . . . . . . . . 241
Christian H. Koch

B-to-B brand resilience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 261

Jürgen Gietl

Integration and rebranding of Renault's tractor division into CLAAS

Group - An entrepreneur vouches with his good name. . . . . . . . . . . . . 271
Henning Rabe

CSR brand management in the B-to-B environment - model and case studies. . . . . . . . 289

Carsten Baumgarth and Lars Binckebanck

The efficient way to position the Metabo brand internationally as
pure professional brand. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 303
Petra Toischer

Successfully design and develop brand architecture strategies in B-to-B markets

implement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 319
Franz-Rudolf Esch and Christian Knörle

Ingredient Branding - An introduction to the theoretical background and

for strategic application. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 341
Ralph Tunder and Belinda Martschinke

Developing SMEs into B-to-B brands - practical integration of theoretical

Basics using the example of transfluid Maschinenbau GmbH. . . . . . . . . . . . 359
Marco Petracca
Table of Contents XVII

B-to-B branding: internal branding, employer branding and

Brand organization

Brand orientation and internal brand strength as success drivers of

B-to-B Brands - Empirical Evidence and Management Recommendations. . . . . . . 375
Carsten Baumgarth and Marco Schmidt

Internal brand management - employees as brand ambassadors. . . . . . . . . 397

Karsten Kilian

Brand pride in B2B companies - the forgotten construct? . . . . . . . . 419

Holger J. Schmidt

For this moment we are working - like ZEISS with the help of a

Communication mechanics for uniform brand communication
cares. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 437
Jörg Dambacher and Jörg Nitschke

From hidden champion to listed service company - internal

Brand management using the example of DKSH Management LTD. . . . . . . . . . . . . . . . . 457
Johannes Pauen and Dominique Specht

B-to-B employer branding - relevance, insights and highlights. . . . . 477

Carsten Baumgarth

The “Formula for Satisfaction” - employer branding campaign by

Endress + Hauser. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 497
Tim Bögelein and Stephan-Christian Köhler

B-to-B branding: branding and design

B-to-B branding - emotional brand names for functional products. . . . . 509

Sybille Kircher

Corporate design as an effective means of strengthening the brand

SEW-EURODRIVE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 523
René Will

Design as an instrument of B-to-B brand management. . . . . . . . . . . . . . . . . . . 549

Christoph Herrmann and Günter Moeller

Legal protection - the foundation of a strong B-to-B brand. . . . . . . . 571

Undine by Diemar and Jakob Guhn
XVIII Table of Contents

B-to-B brand management: brand communication

Communicative brand management in the B-to-B area. . . . . . . . . . . . . . . . . . 601

Frank Merkel

Classic advertising as an instrument of B-to-B brand management - here prevails

Lexware. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 625
Armin Reins and Veronika Classen

Interactive brand management - sales as an instrument of

B-to-B brand communication. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 635
Lars Binckebanck

Trialogic brand management - agility and networking in B-to-B. . . . . . . . . 663

Florian Maier

Social media at Krones AG - through dialogue to a strong brand. . . . . . . . . . 683
Charles Schmidt and Maria Seywald

“The Duel” and more - viral brand communication from KUKA. . . . . . . . 697

Andreas Bauer and Carsten Baumgarth

Concepts and instruments of B-to-B dialogue marketing in the context of

Brand management. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 707
Ralf T. Kreutzer

Integration as a guarantee of successful brand communication -

An empirical study in the B-to-B market. . . . . . . . . . . . . . . . . . . . 739
Hans H. Bauer, Tobias Donnevert, Hauke ​​Wetzel and Jan Merkel

B-to-B branding: brand tools, brand research and

Brand controlling

B-to-B brand controlling - overview and tools. . . . . . . . . . . . . . . 761

Carsten Baumgarth and Salima S. Douven

Real-time B-to-B branding with marketing automation. . . . . . . . . . . . 789

Thomas Foell

Market research and brand value measurement of B-to-B brands. . . . . . . . . . 813

Alexander Biesalski and Fritz Brandes
Table of Contents XIX

B-to-B Brand Equity - An Approach for a Professional

B-to-B branding. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 839
Galina Biedenbach and Peter Hultén

Brand personality measurement of B-to-B brands. . . . . . . . . . . . . . . . . . 853

Uta Herbst and Markus Voeth

B-to-B brand management guidelines

Building Strong B-to-B Brands - A Guide. . . . . . . . . . . . . . . . . . . . . 871

Kevin Lane Basement

Brand and company directory. . . . . . . . . . . . . . . . . . . . . . . . . . 887

Keyword index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 893
List of editors and authors

The Publisher

Prof. Dr. Carsten Baumgarth was born in Darmstadt in 1968

and studied, earned his doctorate and qualified as a professor at the University of Siegen.
From 2006 to 2010 he taught and researched as an associate professor
at the Marmara University Istanbul (Turkey). Since 2010 he has been a
Professor of Marketing, especially Brand Management, at the HWR
Berlin - School of Economics and Law. He is also an adjunct
Professor at the Ho Chi Minh City Open University (Vietnam).
In addition, he was visiting professor and substitute professor. at
Universities in Stockholm, Shanghai, Weimar, Paderborn, Vienna,
St. Gallen, Hamburg, Cologne, Lucerne, Würzburg, Oestrich-Winkel
and Frankfurt as well as in a large number of consulting projects and
Seminars in practice. He is also the founder and advisory
Chairman of the consulting firm Baumgarth & Baumgarth
- Brand consulting. So far he has more than 350 national and domestic
international publications with a focus on brand policy,
B-to-B marketing, cultural marketing and empirical research pu-
bled. I.a. are his research in the journals Journal
of Business Research, Industrial Marketing Management, European
Journal of Marketing, Journal of Marketing Communications, Jour-
nal of Business Market Management, Journal of Product and Brand
Management, International Journal of Arts Management, Marketing
ZFP, Marketing Review St. Gallen and Medienwirtschaft published
nen. He sits on the editorial board of the Journal of Product
& Brand Management, International Journal of Arts Management,
Marketing ZFP and transfer - advertising research & practice. About that
He is also the author of the standard textbook on branding policy, which
ches published in 2014 in fourth edition by Verlag Springer Gabler
is. His researches are so far with more than ten national
and international Best Paper Awards.
In 2012 he founded the
HWR Berlin the Institute for Sustainability (INa, www.institut-
ina.de) on the topic of sustainability in research and teaching
better to establish. In 2014 he curated the pop-up exhibition
“Color rush meets RAL 4010”, which deals with the points of contact

XXII List of editors and authors

and collaborations between art and brands, and meanwhile

has been shown over ten times in Germany and Switzerland.
In 2015 he founded together with Prof. Dr. Holger J. Schmidt,
Prof. Dr. Karsten Kilian and Jürgen Gietl the Expert Council on Technology
giemarken (www.technologiemarken.de). Visited in his spare time
he flea markets, is interested in art and does magic.
Further information: www.cbaumgarth.net
Contact: [email protected]

the authors

Dr. Andreas Bauer is responsible as Vice President at KUKA
Robot GmbH is responsible for marketing & PR worldwide. KUKA
is a global leader in robotics with headquarters
in Augsburg and is considered a key company for industry
4.0 technologies. Andreas Bauer is after his economic
academic studies for almost 20 years now
exclusively in leading positions in marketing and
Corporate management in companies in the capital goods industry
che active. The focus here was on market research, branding,
Sales management, controlling and international marketing
Strategies and tools. He is the author of several specialist articles and
Contributions to books on the subject of B-to-B marketing. He is also a member of the board
of the Federal Association of Industrial Communication (bvik).
Contact: [email protected]

Prof. Dr. Hans H. Bauer held the chair for general
my business administration and marketing II as well as knowledge
economic director of the Institute for Market-Oriented Entrepreneurship
Management (IMU) of the University of Mannheim. He is an author or
Editor of 14 books and over 300 articles in the fields of
consumer behavior, brand management and communication,
Multi channel management and e-commerce. In addition to his for-
He advises research work for which he has received several awards
leading companies and is a member of various corporate
Contact: [email protected]
List of editors and authors XXIII

Prof. Dr. Christian Belz is professor of marketing at the university
University of St. Gallen (HSG) and Director at the Institute for Marketing,
which he headed from 1991 to 2014. Its main subjects of
Research and development are innovative marketing, B-to-B-
Marketing, customer and performance management and sales
and dialogue marketing. Projects with companies and mandates
in supervisory boards are important basis for its practice-oriented
Research. Christian Belz is co-founder and editor of
Marketing Review St. Gallen (previously Thexis). He is the author of around
400 specialist articles and 40 books on marketing and sales. There-
to include, inter alia (often in collaboration with other authors):
Value Selling (2016), Key Account Management (2015), Reales
Marketing (2014), Strong in Sales (2013), Marketing against the
Strom (2012), International Sales Management in Industry
(2012), Innovations in Customer Dialogue (2011).
Contact: [email protected]

Prof. Dr. Galina Biedenbach is Ass.-Prof. for marketing

Umeå School of Business and Economics, Umeå University
(Sweden). Before her doctoral studies, she worked as a marketing
manager in the telecommunications industry in Estonia.
Your dissertation on brand building in the B-to-B context
presented them at Umeå University in Sweden in cooperation with
one of the largest auditing and consulting firms
men. As part of her research projects, she worked with small and
large corporations and government organizations
is working. Her research interests include corporate branding,
Brand Management and Strategic Marketing.
Contact: [email protected]

Alexander Biesalski is Managing Partner at BIESALSKI &

COMPANY GmbH in Munich, which acts as a management consultancy
focus on increasing the company's success with the brand
He advises internationally operating group companies and the innovative
vative medium-sized companies in questions of value-oriented brand management.
In addition to numerous publications, he is the editor of Mar-
kenstudien der Wirtschaftswoche. He is a speaker and lecturer to the
Topics brand evaluation, brand strategy, brand implementation
tion, brand controlling and brand financing.
Alexander Biesalski studied industrial engineering and tech
niche business administration. After completing his studies, he worked with Dr. Weasel
huber & Partner management consultancy. At the same time he was
at BRAND RATING played a key role in developing the approach
involved in monetary brand valuation, where he is in charge of the
Development of the company and the establishment of the service spectrum
has driven trums in the market.
Contact: [email protected]
XXIV List of editors and authors

Prof. Dr. Lars Binckebanck teaches and researches at the university

le Furtwangen and is the head of the Steinbeis Advisory Center
Sales and Marketing Institute (VMI). He studied business administration
science in Germany and England and received his doctorate on
Institute for Marketing at the University of St. Gallen. Lars Bincke-
banck worked as a market researcher for over ten years,
Management consultant and sales trainer. Last responsible
he said as managing director of a leading property developer in
Munich the areas of marketing and sales. He is the author of
around 100 specialist publications, including the edited works
International sales, management of sales organizations and
Digitization in sales.
Contact: [email protected]

Tim Bögelein is the managing partner of the B-to-B-

Advertising agency RTS Rieger Team. At the Stuttgart and
Düsseldorf, he implements communication solutions with 100 employees
solutions for all requirements of B-to-B companies. His
Tim Bögelein began his career with an apprenticeship as an advertising
kaufmann and succeeded through several agency stations and one
Engagement in a subsidiary of the Frankfurter Allgemeine
Newspaper then to Wensauer & Partner, where he worked for ten years,
most recently as managing partner. Bögelein looked after
There numerous B-to-C and B-to-B budgets, such as B. Aston Martin,
Krombacher Brewery, Müller Milch or Ritter Sport.
Contact: [email protected]

Fritz Brandes, born in 1950, is a managing partner

owner of FBInnovation, a company founded in 1996
for practical B-to-B market research. His professional training
he graduated as assessor jur., economist grad. and MBA (London
Business School). Before it was founded, it looked back on 16 years
Professional experience as a contract syndicate at SEL AG Stuttgart (today
Alcatel-Lucent) and Mannesmann AG, as commercial manager
ter Gematronik GmbH (radar systems) and as managing director of
DUO-FAST GmbH (devices and machines for wood processing
tung) back. Fritz Brandes was a member of three international
Market research associations and for eight years President of the
Business Information Group, a European association of
Market research company.
Contact: [email protected]
List of editors and authors XXV

Prof. Dr. Christoph Burmann studied business administration

at the University of Münster. In 1985 and 1986 he worked at Wer-
agency Ogilvy & Mather in Cape Town / South Africa. From 1989 it was
he employee of Professor Dr. Dr. h.c. mult. Heribert Meffert on
Institute for Marketing at the University of Münster. In 2002 he completed his habilitation
there in business administration. Christoph Burmann has
numerous publications on a wide range of branded
questions published. His standard work on identifiable
brand management (at Springer-Verlag) has meanwhile become in
Chinese, English, French and Italian translated. He was
as a visiting researcher, among others at Harvard Business School (USA), the
Judge Institute of Management Studies at Cambridge University
(UK) as well as at Tongji University (Shanghai), Fudan University
versity (Shanghai) and at the SILC Sydney International School of
Language and Commerce at Shanghai University. Since 2002
Christoph Burmann is the first holder of the chair for innovative
vative brand management (LiM®) at the University of Excellence
Contact: [email protected]

Prof. Dr. Pallavi Chitturi is Ass.-Prof. in the Department of Sta-
Statistics and Director of the Center for Statistical Analysis of the Temple
University (USA). Pallavi Chitturi teaches statistics courses
the Fox School of Business and as part of the Executive MBA
Programs in Philadelphia and Cali, Colombia. You teach
is also part of the Executive Doctoral Program at the Fox School of
Business and acts as Associate Academic Director of the Pro-
gram. She has received several awards for her teaching, including
with the Lindback Award for Distinguished Teaching, Andrisani
Frank Undergraduate Teaching Award and Crystal Apple Teaching
Pallavi Chitturi’s research interests are choice-based conjoint
Analysis, experimental designs and quality assurance. You could-
te raise research funding several times, including from the U.S. Navy’s
Naval Logistics Readiness Research Center and the Office of The
Vice-Provost for Research at Temple University. Pallavi Chittu-
ri regularly presents its research work at conferences,
has articles in statistics and quality management journals
published and the book Choice Based Conjoint Analysis - Mo-
dels and Design published.
Contact: [email protected]
XXVI List of editors and authors

Veronika Classen was the director of creation at Michael

Conrad & Leo Burnett, Lintas and DMB & B / D’Arcy. Your cam-
pagnen, i.a. for Condor, Braun, Rama, Sunil, Ax, Mars, Daim-
lerChrysler, Frolic or Fanta have received numerous awards for
Efficiency and with over 100 awards for creative excellence
drawn. Since 1991 she has been a member of the Art Directors Club for
Germany and was in the German Advertising Council from 1996 to 2004.
In 1998 she was also a co-founder of the Texterschmiede. About that
In addition, from 2003 to 2005 she held a visiting professorship in
Communication design department at the University of Fine Arts
Arts Braunschweig and from 2005 to 2007 a professorship for
Language and communication at the Muthesius Kunsthochschule in
Kiel. She has published several books - along with hers
Partner Armin Reins.
Contact: [email protected]

Jörg Dambacher is the managing partner of B-to-

B advertising agency RTS Rieger Team. After graduating from high school, he studied
Advertising industry at the University of Printing and Media. Select
In 1986 he began an internship as a copywriter at RTS Rieger
Team. Two years later he was a group head. In 1993 he became a member
the management. After the death of the founder Franz Rieger
Jörg Dambacher took over the agency in 1997 with two partners.
The TBWA Group joined in 2007 - Jörg Dambacher stayed
Shareholders. Since 2009 he has been running the business together with Tim
Bögelein and Matthias Heft. Dambacher has been a member of the Management Board since 2013
member of the General Association of Communication Agencies (GWA) and
Speaker of the GWA B2B forum.
Contact: [email protected]

Dr. Tobias Donnevert is head of the customer center at Dr. Ing.
h.c. F. Porsche AG. He wrote his dissertation at the chair for
General Business Administration and Marketing II at the university